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Last Campaign – Microcredit Africa Works
Benetton’s global communication campaign for 2008 promotes the Birima
micro-credit programme in Senegal, a co-operative credit society founded by
Youssou N’Dour, one of Africa’s best-known singers and a man committed to
humanitarian projects.
He says: “my personal experience led me to realise that when a loan, however
small, is used to develop an idea or realise a project, it is an effective way
of fighting poverty. This is why everybody must understand the value of
micro-credit. Africa doesn't want charity, it wants repayable subsidised
loans.”
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